Strawberry cultivars were developed at Rutgers New Jersey Agricultural Experiment Station (NJAES) via traditional breeding techniques by Rutgers professor emeritus Gojko Jelenkovic. For over 35 years, Jelenkovic worked on improving strawberry yield, resistance to diseases, and most importantly, fruit quality and flavor. This work was followed by extensive testing of strawberry selections by agriculture and natural resource agents Bill Hlubik and Peter Nitzsche in field trials at NJAES, observational trials at conventional and organic farms, and flavor evaluations by consumer taste panels. The mission of the strawberry breeding program is to increase production efficiency and protect fruit crops against environmental and biological hazards, while decreasing production costs and pesticide use. Rutgers-bred strawberries are designed to be well-suited for New Jersey’s variable climate and are becoming a popular crop for local farms.